Driving brand loyalty requires a deep amount of commitment from a brand. Brands need to humanise the shopping experience that they offer to their customers; identifying their customer’s wants and needs by speaking to them through emotional and connected values.
So, how can your brand connect with customers through emotion? Of course, brands need to ensure that their branded communication is consistent across all platforms, but just going through the motions isn’t enough to drive brand loyalty. Each face to face interaction that a customer has with your brand must be a mirror image of your brand’s purpose and values, as portrayed through your digital marketing efforts. Consistency, and honesty, is key.
At the center of your brand is your brand purpose, the ‘why do you do what you do’, outside of just making money. Your brand purpose should therefore be at the center of all your communications, especially those face to face within a retailer. Your brand’s values should be recognisable through those selling your brand, even if your logo is taken away. In store ambassadors for your brand have the potential to not only raise awareness of your brand, but they can also be used to strip away the capitalist feeling of buying; offering a personal approach to selling, and making your customers feel like they are more than just a number.
Expressing to your customer that they are truly valued by you will not only promote brand loyalty, but it will also enhance the customer experience. When your brand is sold out of capable and trustworthy hands, your customers will trust and expect that your brand is going to deliver on their expectations in every interaction. Through building a strong relationship with your customers, you can be sure that your customer will be exactly that: your customer.
Yes, it is important to use technology to aid your understanding of your customer’s shopping trends, but it is not to be used as a replacement for human interactions. A face to face recommendation of a brand is more powerful than one shared on Twitter or Facebook.
Here at Beyond The Box we are committed to living our brand values every day. If you’re ready to find out more, and to see how we can help take your business beyond tomorrow, contact us at www.beyondthebox.co.uk